Abstract

Use of the right props in the window display of fashion stores is an essential factor of stimulating customers'interest in purchase, white display is known as important means of expressing fashion. Therefore, the purpose of this study is to investigate the practice of window display in domestic fashion stores in terms of props and space construction and to find the differences among 5 different brand types including adult women's, women's casual, men's, unisex, and sportswear. For this study, the window display of the 165 fashion brands was investigated according to the kinds of props used. The data were analyzed by using frequency count and percentage. The various kinds of props were used according to the different brand types and this result was found to be statistically significant. It was found that the four different types of mannequins were the most frequently used props in all fashion brands. And the other props used commonly in fashion stores included photographs, plants, furnitures, and outdoor displays. A variety of special kinds of props were used to attract customers depending on the types of brands. As a conclusion, the importance of selecting effective props was increasingly recognized and the prospect of window display was found to be dependent on the use of right props.

Keywords

• window display;
• display props;
• fashion brand

• 윈도우 디스플레이;
• 디스플레이 소도구;
• 패션 브랜드;